The #1 Marketing Strategy You Need to Reach 1M in Wholesaling by 2025

99% of wholesalers will fail in 2025 unless they fix this one thing. And no, it's not what you think.

I've spent over $15 million in marketing, work with over 400 investors, and see two to three contracts a day from our clients every single day. And after seeing what's working and what's not, one thing is clear. The old way of getting deals is dead.

If you're relying on driving for dollars, cold calling, pay per lead, direct mail, or SMS blasting, then you're already behind because the top wholesalers in 2025 are not chasing leads anymore. They're using a new marketing system that generates consistently high-quality leads, inbound leads that come to you, massive ROI without burning cash with dead-end lists, and not having to pay such a high cost per lead.

And today, I'm going to break it down step by step. By the end of this video, you'll know the exact lead generation system that top wholesalers are using right now, the best inbound marketing systems, how to turn this marketing into a seven-figure machine, and the biggest mistakes that wholesalers and you are doing right now, and how to fix them.

This is probably the most important marketing video that you will watch this year. So, pay attention to this, take down notes, take a notepad, and let's dive into this.

All right, like I have mentioned before, this might be one of the best marketing videos that you would ever watch. I'm going to go as detailed as possible. And here's the thing, it might be too much for you right now. But if you implement only one thing out of this video and that one thing you implemented really well and then come back to this video later on whenever you need to implement that, then you're going to have real results.

I'm going to walk it as if I'm explaining it to my team or explain it to someone that just recently came in and got this marketing system. So, here's what's going to happen. Uh this is exactly how our entrepreneurs built and grow an email client acquisition system. And like I mentioned, I've been doing this for already five years now and almost six. And I've been building everything like an engineer. Uh that's my background and I want to walk you through the different pillars that make this system real. And uh there's a lucid chart, there's a map, there's a marketing roadmap that ultimately we follow. It looks like this. I'm going to walk you through this in Lucid Chart. Let's let it load. Um but it's a map that looks like this. Okay.

And this map right here is the foundation of our um AI precise partner conversion uh method that we have that allows our clients to get really good results. So what do we have here? I actually had it open right here. So, we have this one where it's an entire map of five main pillars and it's an ecosystem that actually works in order to uh get leads, get appointments, get offers done, contracts, and close those deals. All right. And this is kind of like a lead offer engine um where it ultimately generates leads through a series of marketing channels that we actually walk through and then it closes uh consistently.

So, the way we work it is every single time that a client comes in, we paint them a game plan. So the game plan would consist of different uh pillars. Uh number one is Beast Lead Management System. So this pillar right here is leveraging technology. I'm going to walk you through that. Pillar number two is the Precise AI Lead Gen System that we choose. And pillar number three is the Speed to Conversation. All right. Pillar number four is Conversion Ramp Up to KPIs and set those target KPIs. And then pillar number five is ultimately scaling that advertising spend.

So if you've been looking to get deals using Google or Facebook ads or even YouTube ads, TikTok ads, this is the right video for you. Now we've been doing this uh by leveraging four main four main levers and um the Almanac of Neal actually talks about this very deeply. It's a book that you should 100% read and it's a book that Alex Hormozi talks about a lot and it will help you understand really how to actually build real skills. Okay.

So the first one is capital, right? Money, other people's money, OPM. Second one is labor, collaboration, um using other people's time. Uh and then ultimately just having the influence of of others people's time and media, so content and everything that you do in order to go from one to many. And technology, which is code, software. And for each one of these, there are different skills that you've got to be able to learn how to pull and how you develop those. These are a few skills like financial literacy, investing, raising capital, you know, valuation, all that stuff, right? Uh labor is persuasion, leadership, delegation, negotiation, management, systems thinking, conflict resolution, decision-making, emotional intelligence, right? And media is storytelling, copywriting, public speaking, personal branding, content creation, SEO, distribution, uh social media growth, community building, viral marketing, and we are experts in this one and we are experts in this one. Now I do have another company that is called Remolatinus that helps with labor, but in this video, we're going to focus on these two. And in technology, we ultimately uh talk about automation, no-code code, automation to software development, machine learning, APIs, you know, everything that has to do with that.

And which one should you focus on? You start with the one that you need to actually fulfill the most. If you have the capital to get media done and then ultimately influence other people and hire, then you start with a huge advantage, right? But maybe you have not put together the right systems in place and you have the right people. So that might be the first one that you should be start learning and applying in your business. Now strategy is to ultimately stack multiple levers, not just to focus on one. The ultimate goal is to leverage media and code because they scale infinitely without extra costs. That's why our system works really well.

Right now, there's two main things that our entrepreneurs need to do in order to grow. One, do more of what works. Uh do better and get new skills. And uh do more and ultimately behave and have different behaviors that will let you to uh get where you want to be and uh be better and then ultimately get new behaviors, right? But in real estate wholesaling, there's almost always one crippling problem or constraint that we call, and that one is going to be solving the acquisition's problem.

So what does that mean? So right in here, we have an issue at the very beginning. You need leads, but in order to get those leads, you need to get them on the phone. In order to get those people on the phone, uh you also need to have a good conversation with them. Once you have a good conversation with them, you need to get it under contract. Once you get it under contract, you need to process the contract to get it closed. Right? So a lot of people get stuck at different stages of this game.

So let's walk through these different stages. One, we have to be able to acquire better acquisition methods. So the offers, the way that you actually solve the problem. Two, you have to have a predictable lead generation system. All right? So, how you attract those leads and generate them. And three, um a way to nurture, follow up with those leads to ultimately get them on the phone, book appointments, actually get a hold of them. All right? And um success loves speed. So, that's why speed to lead is very important for us. Being able to get people on the phone within two minutes. Uh being able to actually make them reply, book appointments, um and to always have your calendar available. And then we have a very specific um training for uh ultimately following up with the lead that requires volume per day. Day one, day two, day all the way to day 10 is very aggressive. And then we continuously follow up until we get that person on the phone. Personalization using multi-channel like iMessage, FaceTime, all that stuff to make sure that all these people are actually getting personalized messages, right? Uh creating workflows with systems and ultimately automation and treat them like a friend. Tonality, rapport is used even in text messages and availability in your calendar to always make sure that you have a way to get them to book. And the perfect marketing and sales process.

So, what happens once they actually click and see the ad and they see the ad copy and once they opt in and they're in your ecosystem, and then what happens before they ever talk to you, and what happens when they talk to you on the phone? Okay, so there's an entire process that actually walks through and there's an entire video that we go over the sales process. So as an example, create a niche ad copy. All right, you create a niche ad copy and then you ultimately attract it. Whether you know that's Google, whether it's Facebook, whether it's YouTube, whether that's direct mail, what you name it, you position yourself as an author, as an authority in your market, in what you do in your niche. And then you use a testimonial reel over perceived sales. So there's an overload of testimonials that you're able to achieve what they you're able to help them achieve what they want because you have association with someone else that already has achieved that thing. And then they go through a pain-based quiz funnel. All right, so that we can fully uh are able to understand their urgency, their timeframe, their intent, what's the level of distress, motivation, or just pain points and challenges, the decision-making, and so on. And then we apply a sales sequence on the sales process, um and during the conversation so that you can actually extract everything that you need to extract from that individual once you have them on the phone, which is usually a discovery and a close process. And then you give them an irresistible offer for them to actually fall in love with you. All right? Now, they should already be resold by here. And then you assume the close. You close this, get on a contract, and reinforce all of this by having an onboarding after you have gotten under contract. And the last thing is the mindset, mindset on the lead. So these are all the different um elements that you have to take into consideration to be successful in marketing and having a great marketing acquisition system.

Now let me walk you through the different pillars. Right? So we talked about technology leverage, media leverage, right? Labor leverage, creative skills, and then ultimately scaling. Right? Now before we jump into this, you've got to understand that there's different stages of motivation that leads would have. So there are known as the five stages of awareness. Now understand that motivated sellers nowadays, they have become more sophisticated and more aware. What does that mean? A lot of wholesalers have been generating ads and cold calls and direct mail and whatever for many, many years, and right now it's so overcrowded that they do it very cheap. They do it a lot, and like it's very easy to access to this niche. So people have become more aware and people have become more sophisticated because of the messaging that is out there. So your goal is to actually separate from the noise and then ultimately attract people that are more aware. But you are also going to be able to have a different way to convert these people that are more aware and sophisticated because they have already known about the same offer over and over, cash this flippers that are out there, this wholesalers, whatever that they have this solution, and they already know what's going on in the market, or they think they know what's going on in the market. They know that there is Zillow. They know that there is Realtor.com. They know that there is all these softwares. So it's even more important that you know how to attract these people and ultimately convert those people from click to close.

Now, uh first stage is unaware. By the way, uh if you don't know who actually created this, so the five stages of um uh customer awareness is actually created by a marketer called Eugene Eugene Schwarz. Okay, so unaware, problem aware, solution aware, product aware, and most aware, right? So let me go back to this. [Music] All right. So, the first stage, you're unaware people. You shouldn't be targeting these people. That's why cold calling takes long because you target a lot of unaware people and you just spark and trigger motivation if it there's any. It takes more, takes longer to actually close a deal. Stage two, problem aware. People know that there's a problem, right? But they're unaware of other things like solution or product, product service aware, and so on. Um, stage three is solution aware. So they're they know that there is some sort of solution out there, that they know that they can solve this right now. And stage two and three is kind of like the initial stages of motivation. You're going to find this in Facebook. You're going to find this in YouTube. You're going to find it find this with short-form um channels, right? Like TikTok and and YouTube Shorts and also um Facebook ads, Instagram ads. And stage four, which is product and service aware. So they have done research, they have been targeted, they have been marketed, right? Like the product going to Google as well. And these people are in stage four. And then stage five is most aware. So they're fully aware and um well, they're also probably sophisticated. They haven't taken action just yet with any competitor. Now, it doesn't mean that they're going to give their house away. They're not going to give the house away. And it does mean that you need to put a different effort. And I, that's where I go back to the big four, which is the exit strategies that you choose, um the sales process and skills, follow-up and nurturing system, and your mindset.

And here's one thing that you need to do in marketing differently in order to actually differentiate yourself from the competition. Okay? You have to use a different creative that they've never seen before. Something more punchy or just attracts a different attention, right? And then people always say this, "We buy houses," "Sell your house fast," and like it's always the same thing over and over. But what if you actually do get creative? What if you actually do get creative advertising like you you you hire actors, you you act yourself, like you do all this type of different content that exists out there. I'm going to and we're going to walk through that process in in other videos and going to show you some other examples. But what if you can create AI avatars? What if you can do different things right now to attract attention to get attention?

And the other thing is um the offer. Like everyone is doing the same thing over and over. "We buy houses cash." Wow. Like you just discovered America. Like no, but if you're able to do something different like innovations or creative financing and you're able to package it in a way that it shows that you can actually offer some other type of value, why can't you just do that? Like Alex Hormozi says, what's the value equation? Okay. So, you want to get people to get to some point and they have the likelihood, the perceived likelihood to achieve that and get to that point, right? And you know, they trust you because they see other testimonials and so on. Um, there is a dream outcome and dream solution that you're going to be able to get them, but you're also able to do that faster. All right? And more convenient. But what if telling them that well, you don't necessarily tell them directly that innovations is the right way, but what if it's creative deals? What if it is no-interest? What if it's you just giving them a better experience, right? Giving them more money than they could, or access to other benefits like moving expenses or a credit on something you can offer as value. Okay.

So, let's go over real quick here. Uh, pillar one. So, every single time that a client comes in, I'm gonna actually tell you as an example right here. So, Dawson Criddle is an example of a client. We created a game plan, right? We walk through as one of our biggest examples right here with Dawson Criddle. We created a game plan after we understood a few things that he had going on in his business. So those things are, for example, well, what type of offers he has, what's his background, what's the current marketing team structure, systems constraints, sales process, goals, and his numbers. And now understanding his numbers makes us uh understand where he's at right now, and then where he needs to be is maybe, I don't know, maybe five, 10 deals a month. Well, we will reverse engineer all of that by going over every single uh pillar like Beast Lead Management System, Precise AI Lead Gen, uh the the way that we generate leads and follow up with them, and do Speed to Lead Partner Conversion Method, and how is going to support them and scale.

So let's start with pillar number one. This is where you leverage technology. The way that I see this is like I see it like a set of dominoes. The last domino is ultimately closing the deal or getting the one deal, five extra deals, 10 extra deals. But before that, obviously, you need deals closed at your target profit. Before that, you need leads and quality conversations so that you can actually get them under contract. To get quality conversations, you ultimately need the right leads. But you cannot have quality conversations if you don't get them on the phone. And in order to get them on the phone, we need to get the right foundation so that these leads don't fall through the crack. And we actually are optimizing towards appointments. So right in here, that's why we put a lot of effort on your Beast Lead Management System.

So let me go over this right here. So here's the thing. The first thing that we've got to make sure that we actually do is that everything follows a process and it's organized so that you can ultimately uh have all the leads in one place. Here is uh what it looks like. A sales process is everything, right? When you follow a framework and you manage your leads like a professional, you're never going to have leads fall through a crack. Well, it's going to be very rare. And then the next step is how you're going to manage those leads and then make them move forward through your entire pipeline. So follow a process, make it predictable and measurable. Having processes allows you to scale. And about, you know, scaling without sales, you know, forget scaling about forget forget about scaling without sales SOPs. So the acquisition person needs to have sellers sent to them at the same spot in the sales process so they know what they can and can't say based on past conversations. So the lead managers will not say too much or too little to the seller.

And here is the sales process document that we actually have put together right here uh for you. You can always take a look at that uh but goes over the different stages. So one of the first stages is the discovery framework. Ultimately, you're going to have a discovery call where it has we also have put together here an SOP right here where the discovery framework ultimately starts by, you know, opening the entire conversation. Now, I like to follow NPQ or different uh people like RJ Bates. Um there are different styles, but I like to follow an actual SOP. Um so you start by opening, introduction, building rapport, connection, right? And then then you set an agenda, which helps you set the frame and build authority. Then you start diving deep into their problems, pain points, find current state, where they are right now, and then the goals. You find a gap, right? So you understand their current situation in their life, you start uncovering objections or obstacles that could potentially happen, right? And then you do some property information, but then you ultimately find their deep goals so they can find that gap. Then uh you sell that potential gap by transitioning uh after to selling a some sort of game plan, demo, or offer call so that then they'll be more prepared. All right, there's an entire video of the sales process um that I put together for you guys also. It's it's in here in this YouTube channel.

Now, why is this all so important? Because when you set up the right Beast Lead Management System, you've got to set it up with the right CRM. There's different CRMs out there. All right, that are good, and you've got to be able to learn how to how to actually uh choose the right one. Okay, now there's um a few statuses that you always got to be able to put in place. One is new leads, only new leads, fresh, untouched. All right. The second one is working leads that we called, but we never had a conversation with them just yet. So they are touched. They have been touched. Right. And then cold follow-up, people that ultimately are 90 days out to start selling the process based on what they're actually are looking for. Warm follow-up, which is about 31 to 90 days to start selling process, basically not extremely cold, but may able may be able to sell down the road. Hot follow-up, which is less than 30 days to start selling process, should be an appointment, but for whatever reason, it's not, then um you've got to be able to actually follow up now. And then leads, which is hostile people, sold the house already, maybe wrong number, or buy, you know, not in buy box. This also depends on exactly uh what you're actually willing to do, whether you're going to go above and beyond and actually skip trace the leads based on the address. So if you skip trace based on that address that came from Google or Facebook and they had the wrong number for some reason, then you find the right number, then you put them back into the right pipeline. And then obviously, appointment set. So seller has motivation. If someone has set an appointment or you set an appointment, this is the higher intent lead. That's why we we actually optimize towards getting u appointments. All right. So these people want to start selling, doing the selling process in the next 30 days. Based on our data, we actually realize that about u 40 to 65% of leads are booking an appointment from day one. And we're doing this very meticulously because we want to make sure that we get as many marketing qualified leads and we get people that are highly intentional. All right.

Now, here's the lead management workflow that we want to be able to um ultimately follow. You're going to focus on the par the Pareto formula, the Pareto chart for for example, which is the 80/20. So what that what does that mean? So 80% of the people that you would you have like all these leads that you that you would have would um not give. So what does that mean? That 20% of the leads that are in your pipeline will give you 80% of your results. You cannot go crazy because you have hundreds of leads in there that are untouched, and you know, just because they are not being touched right now, that doesn't mean you're not going to make money. Now you're going to create, you know, follow-up, nurture, and reactivation systems in order to uh make sure that they are actually being taken care of using using automations, workflows, and know later on humans, but don't go crazy. All right.

Now, all the leads are pre-appointment right in here for lead management. The least views needed are, you know, again, new leads, working, all the way to 31 days, hot follow-ups, warm follow-ups, cold follow-ups, and pending appointments. So, no-shows. And then list calling priority would be new leads, hot follow-ups, pending appointments, working 0 to 7 days, warm follow-up, and working 7 to 30 days, and cold follow-up or working 31. And you should be able to create tags and custom fields in your CRM in order to actually, you know, run a follow-up campaign or just start dialing or sending reactivation messages. Now, if there are not enough leads to call, feel free to call opportunity follow-ups. All right, and that's another one.

Here are the KPIs that you should be able to track: number of calls or appointments ultimately that you're getting, the conversations and connections that you are ultimately having every single day, the appointment sets. All right? So, there's a difference between setting appointments and actually doing calls. So, a call is an actual conversation that you had, and an appointment, right? Whether that's in person or a phone call. And here's the metrics: Make sure that you have at least two appointment sets per day. That should be your that should be your goal. All right? This way, you're able to scale predictably and uh this is in order to actually add a six-figure digit in your business. Now, the conversation that you should have, you should aim for 15 to 20, depending on the skills of the rep. Typically, 10 to 15% set rate, and the calls that you should have is about 100 minimum per day. Okay. So, you should be dialing. All right. You should be having these calls. All right. And talking to people as much as possible. Okay.

So, here are a few providers for CRM that you should actually be uh looking into. The first one is going to be Go ahead. I like to uh recommend you guys to use REI Rocket Force. And this is a GoHighLevel CRM that we built specifically for wholesalers. You should be able to actually use it. Uh it's only $97 a month. The other one is going to be RA Simply. RA Simply is built for wholesalers as well and it's really, really good. Um there is a link in the description below if you want a code um to get a trial and then ultimately uh follow my link. Uh the other one would be well InvestorFuse, okay, or Carrot CRM. And InvestorFuse is another one that is very reputable and I know a lot of people using it very, very well, okay?

Now let's dive into pillar number two before we actually go to do that. Make sure that you have set up a good lead management system and you have the right technology. Create a follow-up, reactivation, and nurture systems so that you can actually uh have lead through a crack. Pillar number two would be a Precise AI Lead Gen System. So this is the media level. Okay. Okay.

The first thing that we've got to do is understand that uh there are different steps or there's different things that you've got to take into consideration. One big thing that you should know is that you should read "100 Million Leads" by Alex Hormozi, which talks about the different ways to generate leads. This is a really, really good book that any entrepreneur should actually be watching. And if you don't believe me, look at this right in here. I have it right in here. So "100 Million Leads" by Alex Hormozi. Uh has over right here um 6,400 Google um Amazon reviews. This guy is one of the most um recognized persons in the business space. So right here, this is the book that you should be reading. "100 Million Leads." Okay, I always talk about him. You should be reading that book.

Now, so the first thing is you've got to be able to leverage a lead generator. So let's start with that. Here's what usually a lead generation channel uh would look like. Okay, let me go over here. Let me just uh see if I can just help you. Okay, so there's different inbound marketing channels that you should be able to take a look at. The first one is going to be Meta Ads. All right. Second one is going to be Google Ads. Um the third one, I may book me actually close this here. So, Meta Ads, Google Ads, YouTube Ads, and TikTok Ads. Now, Meta Ads is Facebook and Instagram. Uh and uh those are the main inbound channels that you should be looking at. And uh there is no other one that I know of. Uh potentially TV ads, but I mean that's another level and I don't deal with that one. Uh now these are the inbound channels that you should be going for if you really want to scale to multiple six figures or seven figures a year. And um so the first one would be Meta Ads. Everyone knows that homeowners are on Facebook, even doing Facebook groups or Facebook posts and so on, Instagram as well. Uh the second one is Google Ads. This one is more of an intentional-based, search-based type of marketing. Uh YouTube Ads is kind of in between. Uh and TikTok Ads is more again similar to Meta Ads, which is disruption marketing. Uh there is the last one that I don't really touch uh of because uh I mean, I'm not an expert, but there's great people doing TV ads out there.

Now, start with Meta Ads. This one is a disruption marketing type of uh uh disrupt disruption type of marketing. Right? So the key here with Meta is that we've got to create video ads that convert. And usually this comes down to a short-form funnel that you've got to be able to create. If you create a short-form funnel where 80% of your ads are short-form videos, and um, you know, 30-second to 60-second videos that ultimately uh follow hook, body, and call to action, where you essentially are delivering uh sellers with a great value proposition offer of offer value proposition or touching base on their pain points and their biggest desires, you're going to be able to attract, retain attention, and ultimately make them take action. Okay.

Now, the next one is hyper-targeting. So, in order for Meta Ads to actually work, you're going to have hyper-targeting campaigns, which means that you're going to be able to allow the new uh Meta Andromeda and the Meta Ads algorithm to target your individuals the right way. So ultimately, you would you would want uh Meta to do most of the legwork. However, whenever you do proper copywriting, it helps you with targeting. The next one is going to be Season Pixel. So when you s use a Season Pixel and essentially attribute data back from every single lead, every single appointment, every single contract, every single deal that you close, or you're tracking and sending it back to the algorithm. Now the pixel gets enriched. And for those that don't know what a pixel is, it's basically a tracker that you install on every single one of your landing pages that you run ads. And for example, agencies that have multiple multiple hundreds of clients, they get that data and essentially are able to share that data back into their out into their pixels. Even though you you need to create multiple pixels, um, but that data now is going back to the pixel. So every single qualified lead, every appointment, every contract is sending it back to the Facebook algorithm, and therefore now you're seasoning the pixel. So for example, us, we have over five, six years of seasoning and ultimately over 700 to a,000 real estate investors and wholesalers now that we actually merged with um with getsellers.io. Now we have multiple real estate investor data of high-quality data.

The next one is going to be Offer Differentiation. So you, as a wholesaler, as a one-trick pony type, um need to move away from just being a one-trick pony and being able to uh solve different issues from different sellers in different ways. So you've got different offers like you've got wholesales, you've got um flips, you've got novations, you've got creative financing deals, right? You've got all the different types of ways to solve seller problems, including even listing referrals. So differentiate yourself in the ads saying that you have a better offer. Not only that, you should be able to say, "Hey, look, I can pay I can pay you more than a regular real estate investor would because I can buy creatively," or "I can give you $5,000 more than any other investor guaranteed." "I can give you $1,000 extra for moving expenses." "I can give you on average we pay $8,000 more than any of our competitors, and we're able to buy on your own terms," like things like that. You know what I mean? Now, uh those are good offers to run. Um now the next one is going to be Tracking KPIs. If you track, you measure, which what you measure, you're able to see where you're at and where you potentially could be the month after month, week after week, and the trends that you are taking from the last few uh runs, and therefore you can improve it. If if you're able to track your funnel numbers, then you can improve it. Okay. Um, the next one would be um having the right ad spend. If you have the right ad spend, then that's going to help you a lot because here's the thing, a lot of agencies tell you, "Oh, start with $50," or coaches, "Start start with $50," but that might that may work for like nationwide campaigns where you really don't have a a good grasp of what you want, the type of leads that you want. But if you really want to do local campaigns, you have to have the right ad spend. So I highly recommend that you start with a hundred to $150, depending where you are in the market, with Facebook ads. And um, and the same goes with any other marketing channel. If if you're if you're spending uh less than appropriate in order to get to the right cost per appointment, the right cost per contract, right cost per deal, then you're going to just take longer and therefore you're going to become more impatient, and the the weeks and the months that you're not getting results because you're spending less amount, you're just you're just going to become overwhelmed and frustrated. And instead, just start with a good amount from day one. If you don't start with a good amount from day one, like it's going to be just very hard. Okay. Um, so that goes for Facebook. Uh, Google Ads. Uh, capital that you've got to be able to spend here is it should be quite higher. So, uh, I say $6 to $12,000 minimum. Uh, some markets you can start at $5,000, but six to six to $12,000 minimum is what you should be spending on Google. Um, now let's just keep it at $5,000. Some markets are, you know, you can give it a break and essentially do that. The type of labor that you need is you're going to need one media buyer or hire a done-for-you agency that can help you with the setup and manage ads, copywriting, making sure that all the uh keyword strategy is set up correctly, whether that's exact keyword strategy, phrase match keyword strategy, or broad match keyword strategy, or a combination of both. I personally like doing exact and phrase match keyword strategy. Um, and you're also going to be doing uh one lead manager or inside sales agent for speed to lead, which what you need. You actually need that on Facebook as well. But uh this helps you with two-minute follow-up. A speed to lead plus follow-up and qualification is what this lead manager or ISA is going to do. Now, there's some AI ISAs that can help you do this. Now, uh the goal is to get appointments or live transfers as soon as the lead comes in because you know with Google Ads, it's unpredictable of when they actually should be coming. But based on data, 50 to 60% of people actually come after hours or times that you know people are just searching online media side. So make sure that you have a way to create static creatives. Now with AI and ChatGPT and all these other platforms out there, you can do it, but you can always hire someone on Fiverr, for example. Have copywriting uh in place because if you are actually just like the noise and doing everything that everyone else does, you know, if you say the same thing, "We buy houses," "We buy ugly houses," or you know, "Sell our house fast," and it's the same thing as everyone else, um, then you're not going to stand out and you're just going to be seen as someone else or just another company. Make sure that your landing page is actually optimized for higher conversion. There's an entire video training that I go over on the different checklists of what you've got to have in terms of the landing page and funnel to in order to actually get it optimized. And then you have an email follow-up, a drip that essentially you're you're essentially are not only reminding them about the appointments if they book an appointment, but as soon as the lead comes in, you're hammering them with proper value proposition and, you know, valuable emails that ultimately are going to uh remove any type of objections that any sellers would have with you.

Now, next one in terms of technology, how you leverage this is make sure you pixel your website for your targeting campaign. So, if you're doing Google Ads and and uh and then doesn't matter if you're only doing Google Ads, still pixel your website or pixel your landing pages with the Facebook Ads pixel, your YouTube Ads pixel, and even TikTok if you run it in the future, but like at least Facebook Ads and Instagram Ads pixel so that your pixel ultimately starts getting seasoned based on conversions, right? Or based on attributions of proper numbers. Now, use a CRM to outbound text and email after they opt-in. This is very important. So, you can use different CRMs out there, but use an AI chatbot to pre-qualify and book appointments. Uh because you're not going to get to everyone right away. Uh it's going to be very hard for for you to actually get uh people uh on the phone whenever you're calling them, even if you if you call them within two to five minutes. Uh, you know, pickup rate could range from 65 to 75%, you know, averaging 70% the first try, and then, you know, as long as you follow up properly and you have nurture campaigns and then reactivation campaigns, you're going to be able to get the majority of the leads if you do properly have a cadence on this, right? So the skill to manage this or skill to do this is quite high unless you use an agency that are professionals, and they normally have a long, long cash conversion cycle cycle of about one or four months. So, the here's here's some info about the cash conversion cycle about Google. So basically, um, you know, from the moment that you launch a campaign all the way that, you know, whenever you close, it takes about one or four months. Let me know if you need this document. I'll be more more than pleased to actually give you this document. Uh it would take um kind of low to mid management. So, the best campaigns depending on on how you actually set it up, whether you you're doing a lot of broad match campaigns, broad broad match keywords, um you would need a higher management, but normally when you set it up an exact phrase match, it would require a little bit of a low to mid management where you're essentially checking every day, but it's not like you're having to do crazy changes. You're just u making sure that you're excluding keywords or you're ultimately uh doing copy changes and looking at your data in order for the campaign to actually optimize towards best cost per lead.

Now, this one is high lead quality, but has high competition. If you go to Google, anytime you go to Google, you'll see that Google, for example, when you say, you say for example, "cash for my house," right? And then you're going to see that there is all right, one Capital Home Buyers, uh two Fair Value Offers, Cash Offers, and look at this. These are all sponsored and taking majority of the real estate right in here. Look at that. Plus now you've got Google Google Maps being in there, right? So that means that and you have now these other ones and so on. So what it means is that you're going to have a lot of um competitors that these leads are going to go to as well, not only you. So make sure that you do your very, very best to actually get a hold of them and, you know, just um use the best proper sales process. Okay, we're going to dive into that.

Now, the next one is YouTube Ads. Capital is about medium, $2 to $10k a month for ad spend. Uh labor, uh will need about one media buyer again to set it up, do copywriting, same thing, lead manager, inside sales agent. Every single inbound channel will need that uh for appointments, live transfers, and speed to lead. Um, for YouTube Ads, it's different obviously than Google, but similar to Instagram, where you're going to need one or more video creators of UGCs. So, essentially these are user-generated content, which now you can do with AI, by the way, but um actors that would ultimately do the videos with you or for you, or you can do your own videos, u which gives you the celebrity effect overall, right? Uh the next ones would be AI videos. I like doing these ones with, for example, you know, Google V3, or for instance, Sora 2.0. These are very good platforms to make videos. Uh there's another one called Cling. Uh requires a little bit more skill, but you can also do that as well. Media. The way that this works on YouTube is you can have a great video creative. You can have two types of ads: short-form and medium-form. So what's short-form? Obviously, you've got Shorts, which is from YouTube, and medium-form is whether, you know, they're skippable ads before the, you know, before the video starts. Let's say, in any video starts, or in, you know, in-stream ads and so on, whenever, you know, the video is already running, and you know, it's just the middle, and you're not, you know, usually you're not paying for um YouTube premium, so you're going to get those ads, right? Which homeowners would get those ads, basically, right now. Static creatives, this also works. I mean, there's a there's a way for you to retarget or target cold uh traffic on static creatives on YouTube. So, for example, I'll just give you an example. If we go to YouTube right here, then you're going to be able to see some of them are static uh thumbnails or they look like videos and so on. So, let's go in here and let's see if we can find something static. All right. So, it seems that I don't have uh any ads right here. Let me see. Shorts. [Music] Okay, I'm not getting ads because I think I think I have YouTube Premium and so on. But anyways, whenever you go on your phone, you're going to be able to notice those ads and so on that are static uh and um and short-form copywriting. This is very important. Uh make make sure you follow the best practice of practice of copywriting so that you've got a great hook where you essentially are catching a person's attention the very first 3 seconds, very important, all the way to the 5 seconds with YouTube, uh depending whether you do short or medium, uh you're going to need a better a different strategy for each because this one is kind of like a mini VSL, and this one is just a short-form video, similar or almost the same as Instagram. And as a matter of fact, most agencies actually focus on doing short-form because it's easier than medium-form to to crack. So that's another thing. Um, all right, so landing page, same thing as Google, same thing as Facebook. If you have a high-performing landing page, uh then it's going to help. Let me show you how our landing page actually works, looks right now for YouTube. So this is one of the examples that we have for dynamic landing pages on YouTube. As you can see here, uh it's a dynamic landing page where it's just very simple. It's branded to our uh brand. And then here, for instance, we've got the reasons for wanting to sell. They they're they're going to be able to click in here and then they continue clicking until they get to the next questions based on the answers. Then we're going to be able to have uh based on Google Maps, the next steps. No, it's not listed, for example. And there's a series of questions that cover basically budget, authority, need, and timeframe, which is essentially, you know, I mean, what we want to do when we want to know from homeowners, with an offer in here. Uh now you can change this headline, make the offer even more spicy. In here is just the three-step process, it's very simple for homeowners to actually um uh just go over and and understand. Right? Uh that's for landing page and funnel. The email follow-up sequences are very important. They you need to

Have a the first, the first week email follow-up sequences. Uh, so this week is very important. Uh, the first seven to 10 business days is where you need to hammer them. Uh, where you have to have an authority hammer on calls, emails, and so on, as well as SMS, to get them. Uh, it's very important that you actually do that. Uh, and uh, you add as much value as possible that are going to be, um, just breaking any objection that they have. Okay.

Now, the technology side, make sure you pixel your website. Similar to what we talked about, use CRM to warm leads and help you with pre-qualification. So, on the YouTube ads, skill is a little bit high in terms of difficulty with YouTube. With TikTok ads, I don't want to go too deep into this, but capital is medium. So, $1.5K to $3.3K a month on on ad spend minimum. Uh, now you're going to need a medium buyer. You're also going to need the med the video creators and, you know, users and your own videos. Very similar process to Facebook and even YouTube short forms. Um, video creative, same thing. Uh, the difference between uh TikTok and Facebook, which says that TikTok, well, it's slightly a new platform. Well, they're trying to ban it from because it's a Chinese platform and then the US hopefully buys it. But it's a platform that, you know, more and more homeowners are starting to actually adapt to this platform and going to this platform in order to uh go search for news or, you know, buy stuff. So, it's becoming very popular. However, my preference is still always going to be uh Facebook and YouTube. All right. Skill is medium difficulty. There's some people out there that teach it. We don't teach it. I don't teach it. But I've done it. I've done it many, many times and got good results with it. And TV ads, don't ask me, but that's inbound uh marketing in there.

Now, the second thing we've got to do is stabilizing these channels and setting proper expectations if you're going to really do that and try to get some results with this. So, first things first, um, make sure that you have at least a six-month minimum of marketing stamina because if you don't, then it's going to be super hard for you to actually, um, have the enough capacity of sustaining this marketing. So, whether that's you need to go get a credit card or some sort of funding from the bank, I'm not a financial advisor. However, I do see clients and myself that I leverage myself. I leverage capital a lot by going to other financial institutions, um, and ultimately leveraging this other people's money or having a capital partner that ultimately helps me with that. The other thing is, you know, go get deals, go make deals, go make money and use that money. Reinvest it back. Don't start buying, you know, Gucci shoes or a Gucci bag or, you know, taking your girlfriend to like very expensive dinners. That's kind of crazy. Don't do that. You know, just make sure that you reinvest it back into your marketing. Um, so, for example, what are you at a, what is the price or are you, what is my return type type of person? So, if you're the leader, then you know how to invest. But if you're the first one, if you are a, what is the price type of person, I guarantee you that you're never going to be, you're never going to be successful unless you make that mental shift. Unless you actually, uh, go ahead and start being more mature in business and thinking like, what's going to be my return and figuring out how this, how am I going to make the the best, uh, possible thing in my business in order to make this a high return, then don't, don't go into paid marketing. Like, stick with your free marketing. Go and do like, still go to the realtors, that's fine, like completely fine. You know, do cold calling or, you know, just drive for dollars. You know, live the, the low six figures or, or maybe high five figures, uh, lifestyle, and that's okay. Like, not everyone is really meant to become a millionaire, and that's totally understandable. And, you know, no offense whatsoever, I'm trying to do here, I'm just trying to be real.

Now, there's three stages on any, uh, campaign when you launch them. The first one is stabilizing. So, you stabilize campaigns, you make sure that you are understanding what are target costs per lead, cost per appointment, cost per contract, cost per deals. Um, making sure that you're understanding how to approach these each one of these leads, right? Marketing wise, so on, sales wise, um, and the different tactics that you need to use in order to like get them into good, into a contract by having great offers, great mindset, great follow-up systems, you know, connecting, connecting, connecting with the sellers, basically, and just ultimately having a good sales sequence, optimizing the campaign. So, from that data, uh, from the leads, appointments, the contracts, from the deals, the quality conversations that you do have with the person, you ultimately are able to give it back into the, uh, mark to the marketing team that you are using, whether that's internal, like an agency, or a freelancer that you hire, doesn't matter. Uh, but you've got to make sure that this data is qualitative feedback that you give them back. Um, and then the next one is just scale, like, you know, doubling down, like if, if, if you can double down, uh, whenever you start seeing results, and then increasing your ad spend by 20, 30% every single time, you know, potentially every week or every month, then why, why, why thinking about scaling it? You've got to be able to reinvest, and it goes back to like, what instead of what is the price, what is the return, right? Um, so I actually like to, uh, highlight that in here. This, uh, mindset is a great thing for me. You know, then you start generating appointments with positive, cost-effective, faster method to get traction. So, if you're hiring an agency, then the return on investment versus cost plus evidence of best performance strategy is ultimately needed. Make sure that you dive into a game plan with your agencies. Um, I'm not sure if you work with agencies in the past, but just learn that most agencies, they would essentially charge you either, um, a base plus performance or a base, and this could range from $2 to $5K a month. Uh, and it's true, like, you, good agencies need to be paid well. If you can't do this, and you, you can't think that these people are going to be partners, and they, and that, you know, they want the best for you, then that's a diff, that's, that's a different story. However, some agencies are definitely shitty. Uh, they're just, you know, putting together an ad there, and they haven't been in the business for long. Just, you know, came into wholesaling like, wow, like there's so much opportunity here. They learn, you know, one course here and there, but it, in reality, is that they don't, they don't have the capacity to actually deliver really good results or understand marketing at the level. So, for example, HES Media can start either with Facebook ads or Google ads, or do both. Uh, we have multiple clients starting both. Uh, and, uh, good marketing agencies can help you reactivate leads that you have already generated in the past that have opted in or had an interest in selling, and get quick, quick wins from remarketing, SMS, email, phone calls, and retargeting ads. One big thing that you've got to know about good agencies is they've got to have a strategy for higher conversion. Here's the thing, the best marketing in the world should pre-sell the leads before they ever talk to your closers. Again, the best marketing in the world pre-sales the leads on your offer and company and service before they talk to the closers. So, understand how this is going to be done, um, from your marketing. Uh, obviously, you can always go and pay per lead, go to get sellers.io, and also you're going to be finding leads individually, but we're talking here on how to actually either take it in-house or go with an agency.

Now, here is a pre-launch protocol that we follow. It's we use the SMART goals method: Specific, Measurable, Achievable, Relevant, and Time-based. So, what is it that we're going to do? How we're going to track it? How, what is the result? And then how we're going to achieve this type of result? I mean, is there anything that we've done similarly that if we can say that, hey, this is going to be applicable? And I mean, how long is it going to take? 'Cause some agencies, they don't set proper expectations. We set proper expectations. And then in the first two, you know, seven to 10 days, two weeks essentially, we're setting you up for a proper launch. We can always give you this instant lead package, um, deals. And now we have where we can create instant leads before the launch. However, in order for you to launch your Google Facebook ads campaigns, you've got to be patient and understand all the protocols and expectations. So, then when you launch, within 24 to 48 hours, you start getting appointments and live transfers. That's how it works. Uh, with PPC, it might take a little bit longer to actually ramp up. Okay. Um, just because it requires a, you know, heavier learning, um, infrastructure, and being able to get data, uh, is lower than Facebook. But then over time, you know, you can decrease the cost per lead as it starts with high, higher cost per lead and then decrease the cost per lead over time on Google. And then, you know, ultimately, you're going to be able to get better results and scale higher. First, you've got to know your audience, okay? Know the behavior of the leads per marketing channel. Know what competitors are doing. If it's an online channel, you can also visit, uh, Meta Ads, go to, uh, Facebook Ads Library, and type in literally like keywords. So, let's say, for example, I'm just giving you an example right here. So, if we go in here and we do cash offer. So, for example, we have zero risk cash offers right here. You can always, um, take a look at what they're actually doing. Uh, whether that's short-form videos, medium form, so on. Um, where they're sending the leads to. So, it seems like, for example, this one right in here, they're sending leads to a landing page. Uh, landing page seems to look like this. Uh, and they have very short text as copywriting. Super, super straightforward. Um, their videos should be very simple, well, actually highly edited videos in here with UGCs. Uh, here is a UGC of women. This one is supposed to be a case study testimonial. They work, those work really well. Um, this one I'm assuming is straight direct to offer type. Okay, here's the survey here. You can always take a look at what other people are doing right, right there and see how that goes. You know, reverse engineer that funnel, understand how they actually work. This one is a case study, but these are all paid actors. I can guarantee you. Um, we got in here another one, selfie style, horizontal style. Lots of video, lots, lots of Facebook ads. Uh, about 340 Facebook ads, zero risk cash offer. You can always, uh, search by keyword in here. Anyways, you get the deal. Go and start searching for Google ads. We do transparency. So, if you know, uh, if you go to Google Ads Transparency page, then, for example, let's just say, let's see if we have zero risk, zero risk. What was it? Zero risk offer. Let's see if we can find it. Should be an advertiser. If you know the name of the advertiser, just search for it. Uh, zero risk. No, here I found, uh, here a, um, we buy houses type of page. You're going to be able to see all their videos. For instance, right here, this one is a video that you can find, started on October, October 4th. Um, I'm sorry, buddy. Andrew is actually a friend. Uh, but I found his ads right in here. We're just doing like a, like a rundown of Liz Buys Houses, for example, in here. So, you're going to be able to see like the set of creatives, video creatives, and so on that are across the US. Uh, my internet is not so great right now, but you should be able to actually search for essentially the advertising name or, you know, if you do a reverse engineer of different advertisers, go put their website, see if you can find them. Uh, go, go find the advertiser, see if you can find them, and you'll be able to see the different type of, uh, video advertising. Okay? Um, or even Google ads. Okay? So, that's for Chinese espionage. TikTok also has a similar thing, but, um, you should go and search for a TikTok library.

Now, make sure that you set KPIs to target. So, if you set KPIs, there's an example, uh, where these are the most important ones: Cost per lead, cost per appointment, obviously, lead quality, qualitative feedback, lead to appointment rate, lead response rate, ad spend ROI, speed to lead, ultimately CRM management, and follow-up rate. Um, these are the one of the most important ones. The one that I like to measure a lot, okay, at the end, which is the, uh, the end KPIs, would be about cost per contract. Okay? Cost per deal. Okay? Once you measure these ones, and then you're able to know what's your cash conversion cycle, then you're going to be able to know what's the ratio of cost per deal with the deal size. Okay? And this ratio is the same as, uh, the famous ratio of CAC to LTV ratio, which is cost per acquisition, LTV. And as long as this is at minimum 3x, you should be profitable. Okay? So, here are some PPC expectations. There's an entire video that I went over this one right here for PPC expectations.

Next up is optimization of the channel. So, in order to optimize, here's a few steps that we follow. Step one, you, you create feedback loops with your marketing and sales team. They're all together. They are meshing. They're a two-way, two-way type of feedback loop. Okay? It's not like marketing sucks, not like sales suck. Even though a lot of times because it's such a human, uh, error or a human issue, sales has a big, has a lot of pressure, but marketing also needs to be very good with feedback loops. Step two, make sure that you have sales process refinement. So, see pillar four, this making sure that you have a sequence, you have a framework that you can follow, and ultimately this framework is what allows you to close consistently. Uh, whether you do a one-step close or a two-step close. Okay? Step three, make sure that you improve KPIs. You get better costs, you get higher conversions, and then better show rates. And step four, you turn leads into appointments. So that whenever you're turning leads into appointments, these are higher quality leads. Then you're going to be listening to all phone call conversations to do better. Evaluate the call process and their answers to do better as a sales matter that you're going to do. Do more of what turns leads into deals. Eliminate what doesn't turn leads into deals. And 100% tight lead management process. This is very important. If you're ultimately buying for flipping or wholesaling, cherry-pick buy-box leads. Step five, ultimately turn appointments into contracts. So, make sure that you listen to all appointment calls to do better. So, this is very important. I learned this from Cole Gordon, uh, in the eight-figure mastermind because I was struggling as a sales leader, right? I'm still growing as a sales leader. Manage lead opportunity pipelines like a pro and make sure you take proper notes, or your closers take proper notes. Your setters take proper notes. Ultimately, uh, this is a note-taking, note-taking template right in here where we go over the different things that we, that we actually cover in here. So, why here? Current situation, pain, problem, why can't they keep doing this themselves? Cause and consequences, goals, urgency, timeline, support, partner, spouse, finances, uh, personal personality, what they want in someone that can help. Ultimately, this is a template that they can actually write down, um, during the sales, during the sales conversation. Okay? Make sure that you go deep into the motivation and get deep into their goals, their desired situation. This is their current situation, their desired situation. Okay? And make sure that to re-engineer process as to why there was no contract locked up, as because you've got to be able to review these calls and why didn't it close. And ultimately, what to do better next. Make sure you master sales process, negotiating, objection handling per channel, whether that's outbound avatars or inbound avatars, they need to have their own framework in order to, because, you know, they're different. And for sometimes different channels, you should be able to understand how to ask the proper questions. Facebook ads sometimes behave differently, differently than Google ads. Some Facebook ads are not ultra distressed, and they, they're not going to ultimately sell right now, but they will sell later. Some Google ads, they just have a lot of competitors and a lot of offers on the table. So, how are you going to handle every single one of these, right? Make sure that you create SOPs, playbooks for this. And step six, turn contracts to closed deals. So, ensure that you're making money, obviously, right? So, this is the most important part in my opinion because if you are getting a lot of contracts, but they're not turning to close deals, and I've seen a lot of nationwide campaign, uh, people that they want to be a nationwide wholesaler like my friend Nick Perry, but they don't have a proper lead acquisition system and a disposition system, then they're, they're going to just die. Okay? Make sure that you're making money. Have an extra strategy to make sure to close the deal and make money. For example, Nick Perry talks about novations a lot, and he does a lot of novations. Majority of his business is novations. It's okay. Cash wholesale deals, potentially do it for local markets. You know, more like localized targeting, but novations work extremely well for nationwide. So, pick which battle you want to fight. And then ultimately, um, measure ROI or ROS, you know, return of advertising spend. Um, if you're getting a four or five X, that's pretty good. Okay? Be, be content with that. Okay? 3x, that's just the minimum. 2x, you're barely making money, right? But make sure that you do from 3 to 5x, okay, is acceptable. Four to 5x is good. Great. Start being at 5 plus, 6, 7x, amazing is like 7 to 10x. But you don't see that overall an entire 12-month period. You see that maybe in a month or two or three. But then it's okay to have four to 6x. Okay? 5x. Okay. Increase marketing spend while avoiding diminishing returns. This is another thing that they actually go through like every single ad channel. And whether you're targeting local, it might have diminishing returns faster. If you're targeting nationwide, it'll be slower diminishing returns because you have way more area to target. But if you have diminishing returns, this just make sure you change strategy, change creative, ultimately increase your area, or have different ways to actually, um, skin the cat, right? And sometimes you have to be able to advertise at certain season, seasonal peaks, right? I always say that Google is highly, highly, um, scalable in this, in this industry, and you can really spend a lot of money on Google. Um, so, and, and you can do that in the same Facebook, but you have to expand your mark, your, your target market, right? If you're covering like a market of like a million people, and then you're going to be doing that entire year, you obviously are going to have diminishing returns because you're going to just cover the entire territory, even if you do many different types of angles or creatives, or ultimately just have different offers to show to different people. At some point, you need to be able to expand. Okay.

Now, uh, step seven, get more deals. So, do what's repeatable. At the end of the day, uh, business, wholesaling business work, uh, just ultimately grows by getting more deals, getting bigger deals, and doing it over and over, getting, you know, repeatable customers, right? So, here's my growth framework that I stole from Alexi. Be better, do more of what works, and then ultimately do new after you actually have improved these two first. Okay. Um, actually, I think Alex Rosie talks about doing more first, then doing better, and then doing new. Okay. What are the marketing KPIs that you've got to be able to track for cold calling? Hours worked per lead, two to three dials made, connection rate, so 6 to 12% list dependent, connects per hour, the dialer running to let's say 10 to 15 connects per hour, and so on, and conversations that you're having. So, the number of conversations, and these all are all metrics: number of dials made, number of hours worked, connection rate, connects per hour, number of connects per hour, and so on. Direct mail, amount of mailer sent, response rate. Okay. And then obviously cost per, cost per lead, cost per appointment, cost per contract, cost per deal, so on. Uh, PPC, these are vanity metrics, but impressions, clicks, conversions, ultimately, and then that's in the marketing side. And everything else, you've got to make sure that you measure leads, right? And QL leads, right? So, these are high-quality leads. Uh, number of quality conversations. You could potentially, um, start also measuring as well SQL leads based on sales calls. But if proper marketing is on, MQLs will almost equal SQLs. But you may have different criteria that you can only identify during the sales call. Number of quality conversations, number of appointments set, right? Numbers offers made, which is basically from the offer, from the appointments, how many they actually showed up and that you actually made an offer because they're supposed to be qualified. Otherwise, they wouldn't be going into an appointment. You should be giving offers to almost every single one. But, you know, depending on sales process, you should be asking for the price, not giving a price. Number of contracts signed, number of sold deals, sold deals, average deal size. Okay? So, this is revenue per deal, basically. You know, the higher revenue per deal, you know, the more profitable you're going to be. We're seeing that our clients whenever they're, uh, highly re, profitable, they stay within $20 to $30,000 per deal. So, try to do that. Cost per lead, cost per appointment, cost per contract, and cost per deal. Okay.

How to scale marketing spend. So, don't start a second marketing channel until you're spending at least $20K on one channel. If you're getting diminishing returns, for example, on Facebook, let's say, let's say you, you start getting diminishing returns on Facebook at $6 to $8K a month. Okay? Maybe you have a smaller market. Okay? You're getting traction with Facebook. Uh, then, you know, add Google plus Google PPC plus Facebook. They work together pretty well. And then you're going to be able to scale with these two channels, right? With Google PPC as, uh, big one, and then Facebook ads as your targeting campaign, and so on. Then scale marketing up or down depending on your return of advertising spend. So, for example, cold call, if you're getting 4x or more, then ultimately scale. Direct mail, if you're getting 3.5x or more, scale. In PPC, if you're getting 3x or more, scale. So, it's totally okay to be at 3x scale off cost per appointment. So, we're in the business of buying appointments, not buying leads, right? So, making sure that you're getting appointments, calls, okay? Whether that's in person or as, as a call, that's different, but, uh, obviously in-person appointments are going to close at a higher percentage. Establish a maximum cost per appointment. So, average deal size divided by target ROI, divided by appointments per deal. That's the maximum cost per appointment. So, let's say, for example, average deal size, let's just say is $30K, divided by target ROI 5x, that's $6K. All right? Divided by the appointments for a deal. Let's just say we're getting 10 appointments for a deal, and that's $600 per appointment that you would be buying, essentially. Um, search for diminishing returns. For example, if $5,000 gives you 10 appointments, but $8,000 gives you 12 appointments, you're paying only $3K for an extra two appointments. Only. That's a diminishing return. So, the possible solutions would be to allocate ad spend better at other markets, increase the size of the target market, add another marketing channel, decrease pre-qualification criteria, and add retargeting campaigns. Okay.

Now, some mistakes that a lot of people do, um, that don't allow them to get leads into contracts. One, lack of technology or AI in their business. They're not automating. Okay? So, automation is king right here. Okay? Uh, and you start hiring and hiring and hiring, or a lot of things just get harder to do. Okay? Because you can't build a business right now in 2025 and compete with all your competitors by doing what used to work in the World War. Like, you have to use technology to your advantage. Bad speed to lead follow-up. That's a huge one. If you, if you don't, if you're not doing two to five minutes, two minutes or less, to be honest, less than two minutes, follow-up, I mean, you're really losing against your competitors. Another, another investor is going to come in, swoop you in, okay? Don't have an amazing client experience. So, this comes in from essentially, uh, the beginning. So, as soon as they opt in the lead form. So, essentially, they're giving you the information, and then you're going, they're going to the landing page, and then they're going to, they're they're watching the VSSL and the credibility stack, right? The 30 stack, and then they are, uh, ultimately booking appointments, and then the, the reminders for appointment, plus the nurture indoctrination cadence, plus the personalized follow-up, plus, and then the, um, ultimately just having a high-quality conversation, and then the rest, they don't have an experience, great experience throughout the entire lead close process, it's going to be hard for you to compete. Avoid having real connection with the seller. Okay? So, a lot of you would go into price-based thinking. You would set the seller into a price-based thinking, logical type of conversation as opposed to an emotional one. And you, that this avoids having a real connection with the seller. The other one is addressing objections and concerns early on and when they happen. If you don't learn this, it's going to, you're going to struggle a lot. I'll give you some tips where you can use NAPQ in order to actually do that. Following up following a structured sales process, this is a huge one. Okay? There's many sales processes out there like NPQ, Steve TR sales process, RBA sales process. Choose the right one for you. Um, bad persistence with lead nurturing. If you don't have lead nurturing with SMS, email, RVMs, calling, right? Uh, even paid ads, lead nurturing, it's going to be very hard for you to compete. That persistence with lead nurturing, again, leveraging social proof and third-party stories during the entire conversation or the pre-sales, pre-con conversation. So, like before you get a conversation, make sure that you have, uh, social proof, credibility package, and authority stack where you hammer them with authority, um, and then remove as many objections as possible. Failing to track and measure KPIs. This is, this is the last one, but this is the big one. If what doesn't get tracked doesn't get improved. Okay. And that's the pillar number two for marketing. All right.

The next pillar is speed to conversation. And this is where you leverage the, uh, lever of labor. And if you haven't already, go read $100 Million Offers and $100 Million Leads by Alex Hormozi. Talks about a lot of these things, and his new book as well, $100 Million, um, Money Models. And here's the thing, everything is like a domino effect. I'm going to keep saying this, it's a domino. Um, one thing knocks the other one. So, we already covered, uh, the different mistakes that, you know, you do into getting leads into contracts. But why is that important? Because great leads die with poor follow-up skills. And there's data, uh, captured from different companies, CRM providers, Google, and many other, uh, data sets. The 391%, you get 391% higher conversions when a lead is contacted within 60 seconds, a minute, and two minutes. You can start decreasing. Three minutes, start decreasing. Five minutes, overall, you start seeing a decrease. From 0 to 5 minutes, the decrease rate is not that high, but after 5 minutes, the decrease rate of actually getting a lead contacted and so on, decreases dramatically. I'm talking about a graph that shows a dramatic, uh, effect on how you actually convert and talk to that seller. And here's a graph about that. Lean Data says that about 7% of companies actually respond to a lead within five minutes. And that's within five minutes. Then over an, an hour, uh, there's a few other companies, and within a day, majority of companies go here, and then within two days, just a few companies, five days, a few. And over 55% of companies took five plus days to respond or didn't respond at all. That's very crazy. A study done over 433 companies. So, here is a number of calls, uh, two-minute, uh, graph in the first five minutes in order to actually, uh, get a person on the phone. You have to be able to look, first five minutes, be able to call the person, otherwise, it just becomes obsolete. It doesn't really matter right after that. There's another one right in here. So, given the focus of the first five minutes, it increases your chances to contact the person by eight times. I want to go to another one right here. So, there is about 39% of chances that you will get the person to pick up the phone in the first, in the first attempt. 72% of chances when you, the second, when you do the second attempt. 93% of chances when you do the sixth attempt. Look at this. Which means that you are literally contacting the person several times within the first day and the first time that you actually call. I did an entire follow-up training in my YouTube channel on how, uh, we follow up, and obviously we went over it briefly as well, and we're going to go over it briefly, but we went over this because it's important that you have a cadence for this as well. I'm not just making things up, right? Like, this is proven. You will drastically increase your conversion rate, the amount of deals that you get by just ultimately getting to that. You will increase it by 391% if you do it within one minute, 160% if you do it within two minutes, 98% if you do it within three minutes, and look, after that, it just decreases the conversion ratio over and over, which means that you'll have less chances to actually get those leads that you already paid for to make money. And literally, the difference between you being slow, slow-mo, and, uh, or turtle, and being actually acting quickly enough will be one or two deals extra per month. What would that be for you? $15K, $20K, $25K assignments, or maybe a property under your belt. Okay, let's go back to this. So, it takes about 4 to 11 contact attempts to connect with a lead. All right? And most investors can't even do neither a one-minute follow-up speed to lead or 4 to 11 contact attempts. That's why you've got to include pace, not pace more, but pace. Speed is your biggest asset, right? So, speed helps investors and wholesalers increase their conversion, reduces cash conversion cycle, which is the amount of time that it takes from a lead, of a lead to be converted into cash back into your pocket. So, a speed to lead, which is a 30-second, 60-second, maximum 2-minute follow-up will increase value, wanting them to talk to you preferably over the competition. Because if someone is, if you're faster, they'll be like, "Wow, this is like an instant connect." Think about how you would do it, right? Would you use technology? Would you use AI? Would you use people? And ultimately increases trust with the seller, which leads to increased conversion. What if someone is actually wanting to solve the problem, and you can do that instantly? How that person feel? And if you have a team, for example, inside sales agents or lead manager that is fast enough, it's working all the time. It's a hands-off follow-up and leverage time and ultimately has your back when you're busy. So, hiring other people to do this or even having a speed to lead game will change everything for you, and the leads stop falling through the cracks, which doesn't waste money, right? And it maximizes every single ad spend that you have by just following up fast because you already paid $100, $200 for that lead. Why would you stop? Why, why would you not try your best? Why would not, why would you not outdo yourself? Like, goddamn it. Go and knock on the door. Go and send them a letter. Go send them a pizza. I, I did an entire video about this about nine different ways or 10 different ways and how to actually increase your sales, which again increases your conversion by over 300%. So, use AI plus humans to follow up with leads. And now there is AI bots that can do that. Leads are generated through paid ads, video, and search. And you just got to make sure that you follow the rapport building. ChatGPT qualifies leads, and the inside sales agents book appointments or do live transfers, right? And they end up being about 60 to 80% of the leads that have been generated. And ultimately, our, you know, in our system, clients reach out to the hot leads only. But you also should be playing a factor in there. If you're getting leads, get a hold of them, right? And CRM AI systems with choosing the right CRM will help you stay organized and top of the lead, and, you know, ultimately increases your contact rate, which is increases the, which is the speed to lead, and ultimately makes you get a hold of the person, which helps you convert.

Well, what's below number four? Conversion. Let's talk about this because this is where you, uh, in are essentially fusing nurture, nurture skills, nurture systems with sales skills, and you're leverage, you're acquiring skills at this point, and you cannot do this alone at the beginning. If you're an entrepreneur that is, uh, level one, let's just go back to the entrepreneur stages. If you're level one, uh, or level two entrepreneur, then you're gonna have to do it yourself. All right, I think I had some have it somewhere. Anyways, um, if you're that in that level, you have to do it yourself. In that, then you have to essentially build skills and hire people that can build those skills or that have already those skills built. But here's the first part. So, here's a pre-sales process and back-end selling systems that you've got to have in order to get your traffic to convert into a high quality. And this is something that your marketing, your marketing company should do for you. At the end, the best marketing in the world does the selling for you. Imagine Coca-Cola. You already sold on Coca-Cola. You probably have tasted it multiple times, but you keep buying it. Or other companies that they just have a huge brand, or they ended up growing by word of mouth and social media, and you haven't even tasted it, or you haven't even tried it, but you already trust it. So, the first thing is obviously in the lead gen funnel, building the lead gen funnel, you have to create a, uh, cold traffic video sales letter. When you send the leads from the first, you know, the second pillar, you have to send it to a landing page. The first landing page that includes a cold traffic VSSL. I'm not going to go very deeply and very, uh, focus on this, but the VSSL will have a video sales letter and a quiz funnel. All right, that helps you sell, pre-sell your leads into your offer. So, the video sales letter, the motivated seller VSSL ultimately allows homeowners with specific pain, right, to be sold on your offer, right? Um, and the core promise is obviously whatever it is that you've got to provide as your value proposition. And what it does is it allows you to get your sellers pre-sold, indoctrinated that this is different than everything else that they actually have. There's a big claim, a big promise, optional guarantee, big proof and track record, a mechanism that you actually talk about and show, and a direct call to action so that they actually opt in. There's social proof, and then there is a pre-objection handling that happens in here. Here's an example of a VSSL. This is an entire video that is in the landing page. And so, essentially, it goes kind of like this. So, this is an example. I'm going to show you real fast, but I'm not going to go and kind of educate you in the VSSL. That's an entire different video. But here's how it goes. Homeowners, are you struggling to sell your house the traditional way? Maybe you've tried listing with an agent, fixing things up, and waiting for offers that never come. Or maybe life threw you a curveball. Divorce, relocation, inheritance, or falling behind on payments, and now you just need a fast, stress-free way out. So, how are everyday homeowners like James and Maria going from months of waiting and worrying to selling their homes in just days without paying realtor fees or lifting a finger? In the next few minutes, I'm going to show you why the traditional home selling process fails most homeowners. How people like you are walking away with cash in hand, even when their homes need work or have a mortgage, and how you can sell your home as is on your timeline for a fair price with zero fees, no stress, and total control. Hi, I'm Esteban Andrade, founder of Rise Up Real Estate. Since 2019, our mission has been simple: to help homeowners sell fast, safely, and stress-free, no matter their situation. We've helped hundreds of people across the country sell homes through flexible options like cash offers, seller financing, novations, and subject to agreements. Whether you're behind on payments, tired of being a land. All right, this, I'm not going to go deep into this, but you get the gist, right? So, in overall, there is a hook, there is a promise, there's proof, there's a mechanism, there's a call to action, there's objections that you handle, and there's a final call to action. All right? Should be about 3 minutes maximum, five to nine minutes maximum, but 3 minutes overall will be good. It could be motivation specific, right? Different drivers of motivation, and it should be edited, not highly edited, and captioned and so on. And at the end, the landing page should actually match the message with the video sales letter. After that, we do other stuff such as the author hammer, uh, which is a post-view nurture, and I'm going to walk you through that stuff. The other one is the pain-based funnel, where after they have seen the video sales letter and the different, uh, credibility and, uh, marketing, uh, architecture they put together because they saw an ad first, right? And then they're going to actually go through a quiz funnel. And the quiz funnel, at the end of the day, is going to include a qualification framework that it goes through BAND. So, what is BAND? Budget, Authority, Need, Timing, or the core pillars, and helps you, uh, identify whether this person is more of a higher quality than the other ones, not just based on motivation or just in price. It's a combination of different things. So, you ask a couple questions. You know, I like to ask about five, including the information. So, you ask budget questions, right? Authority questions, need questions, timing questions, conditions, location, obviously the address, and motivation trigger, right? And then this, you know, I'm going to go over the scoring. And then you score them, and that helps you identify a seller score. And then you keep track of it. They go through a, this is a sample quiz funnel. Are you a homeowner? Uh, why are you considering selling your house? How soon are you looking to sell? Do you currently have a mortgage? Um, what is the current condition of your home? Uh, what's your property address? If you, if we could close within seven days, would you consider a cash offer? Where, uh, should we send you the personalized offer options? Right. You go over some scoring logic and so on. Could be in GoHighLevel, but let me go over that right here. The next one is the testimonial overload in this landing page. So, after you've seen, after you put the title, uh, the title of the landing page with the core offer, and maybe a guarantee or reinforcement of the offer right below with a subtitle, and then the VSSL, and then you have a button either to some sort of, um, form or survey that goes through the quiz funnel. You should also have some sort of testimonial overload. So, essentially, it's a landing page that has all your case studies and testimonials with other homeowners that have won with you. They have essentially, um, just gone through a great experience and sold their house, right? The other thing is scoring the leads. You can score the lead from one to four, and this helps you identify the best ones. You can score it with GoHighLevel surveys or typeform surveys. And each one, give them a score between one or four, where four is the best. Right? Here's an example, uh, of how we actually do it right here. So, we have this right here. So, I'm going to go over this real fast. I'll do, uh, more focused video on this one at some point. There's a quality score from one to four questions. Need to sell, motivation, how soon are you looking to sell? Low is acceptable. Is the property listed? Whatever. We have all these questions that are bent, and some are personalized. Okay. So, are you needing to sell? This is a confirmation of intent. Yes or no? I'm curious, being weird about it. It's not as specific, but shares, shares motivation deeply. This could be, uh, an open-ended answer. So, let them type. But I like to have options for them to tell me a specific motivation, right? How soon are you looking to sell? You give them options, and you score the different options, right? Um, says, let's say low acceptable crazy price. You can determine this, but honestly, it's having a better conversation with the seller because price, at the end of the day, is is an illusion. And more to that, whenever we get to conversion, is the property listed with an agent? Yes or no? Okay, these are some more personalized type questions that you can add, right? Mortgage payments, no, yes, yes, whatever. And then you score them. You add them, and you add an A, you have an average. And each one of them will give you whether they're a hot, warm, cold, or unqualified. Now, unqualified is the worst. You should probably not want those, and you should probably not even book an appointment with those. However, this is where the money is. You should be making money on the cold leads. You should be making money in the warm leads. You should 100% be making money in the hot leads. Okay? That's just one sample thing that we do. Um, and it should be done. And the next thing is appointments beat leads all the time. So, your campaigns should optimize towards appointments. Appointments end up being higher intent leads. There's about 50 to 70% of leads that you, that are going to book an appointment. And which means that there's about 50 to 70% of leads that are higher intent because you, they want to actually book an appointment with you. They want to talk. They, they want to book something. They want to commit. So, the key after that is to get them to show up and to get to talk to them, right? Again, different ways to do it, SMS, tech, emails, um, calling them fast, ISAs, so on, right? And again, you also will score those appointments and make sure that you keep track of those score indoctrination systems. So, this indoctrination systems, indoctrination systems is the act of making someone trust you even further after they get taking some action so that there's no remorse, that they're not backing up and so on. The first thing is having a pre-all VSSL or homework that you essentially go over a video. You essentially go over a credibility package. Um, you send this to them in the landing page, in the thank you page. So, in the thank you page, this appears, um, in the email nurturing sequence, in the SMS reminding them about the email and the expectations when they book an appointment and so on. So, this I call this a pre-ame plan, pre-offer, whatever the positioning is that you turn a video into a pre-sale, pre-sales experience. Essentially, you're selling them more. You set authority, certainty, familiarity, and then ultimately, it's a video that just helps you. This is the framework that helps you sell them on your company and your unique mechanism with your proof, clarity, risk reversal, future pacing, removing as many objections as possible so that when they go into the conversation with you, either in

The booking call, like during the appointment or when you're calling them, they already know who you are deeper. They don't have to do like the full full research themselves, but you show them, you walk them through this and they're already more bought in. And a bought-in person, you have a better conversation. You just have a higher quality conversation.

So, here's an example of uh the our ultimate guide selling your house. So, I created this in a in a in a slides maker and I also have video similar to the one that I showed you that goes over this right here. So, it's an entire presentation that I did for the sellers prior for us meeting them and I go over, hey, our reviews, our BBB, I go over our clients and so on, like real stories. And we have a framework that actually follows.

So, essentially, the framework ultimately is expectation setting about the meeting, right? Building trust and empathy, knowing their pain, authority making, unique mechanism, explaining the process, proof, clarity, risk reversal, and future pacing. Okay? And this just ultimately helps you again have a higher you. The goal here is to increase, if if someone comes in cold, you increase them to warm. If someone comes in warm, you increase them to hot. If if someone comes in hot, you got to make it a lay down. That's the entire concept of this. Okay.

Now, next one is the authority hammer. This goes together with the pre-all VSSL homework plus slides um pre-offer videos and credibility package because you got to after this, you got to hammer them with an email strategy that essentially converts them. So, you're going to pick 15 to 20 pieces of content about the different objections that they usually should have, would have whenever you have their calls with them. And because they have fear or you know, limiting beliefs or different mental beliefs that everyone has before making a decision. Uh, whether that's uncertainty, whether that's being burned by others, whatever. And you got to build the sequence that is sent as soon as the lead is being generated, as soon as they book an appointment. Again, building building authority, educating them, pre-closing objections, and helping engage. These are about one or three a day before they meet you. Okay? And this is not just regular emails like that are spammy. These are strategically chosen from their their biggest objections that they would have and it would add value. Right?

So the structure is pain activation, desire amplification, and solution education. Short, conversationally conversational. For example, here's an example day one um, they got to trust us. We got to go over different pain points or desires and so on. Um, here's a few email templates. I'm not going to dive deep into this, but it's an example. Objection number one: I don't want to lose money. I need the most for my house. Okay, so email one, email five, email 10, email 14, email 11 is is about that. Email one: Why most homeowners lose thousands selling their traditional way. Number five: How to get top dollar even if your house needs work? Maybe you you can talk about different strategies that you can actually help or or how you how it would work if you end up going through an MLS offer or creative offer or whatever. Email 10: What agents don't tell you about selling fees. Every month you wait, it costs this much. Whatever that for selling options most homeowners never hear about. Okay. Um, objection two: I'm not in a rush. I'll wait and see. Okay. So in email seven, be like the hidden cost of waiting another month. Every month you wait, it costs this much money before we close your file, whatever, right? Objection three: My house needs too much work. No one will buy it. Okay, there's a series of emails for that. Number four: I want to list it. I'll try an agent first. There's a series on emails for that. So put down every objection possible. I'm going to give you guys this, just you know, put in the comments and I'll give you a straight link, but it will create an entire training on this of all the objections that you usually have. And the way that you do it is you review every single sales call and transcribe every single sales call and your closers get those objections or you get it yourself. So you know exactly why the objection, why they're why they're not actually moving forward with you. And even if you become really good at sales and handling those objections, this helps you do the pre-sale. Okay.

Now, the landing page uh should potentially also have breakout videos. Your thank you page, which means that as soon as they book an appointment, there's different questions that they would have that they would want to get answered strategically, individually, such as, well, what if I don't want to sell like in the next 30 days, but I need to wait more? Well, there's a breakout videos, a series of mini videos under the VSSL and the credibility, right, package um that would go over different questions that you normally would get. And this would be answers that you do in a video of about one to three minutes, answers that you know of those different questions that they would get or pre or essentially objections. So you would not only cover them in the VSSL, right, in the authority hammer, but also in the breakout videos in the landing page. And you want to send them to that landing page as much as possible because it includes a lot of the work that you already have put put together. Right? We're going to have a training separately on that landing page.

Now, the setter and lead manager best practices for this to actually be an A+ conversion. Personalized follow-ups and reminders. I train my setters and my closers on sending selfie videos after booking, after a lead is booked or lead firm has been completed. Now, we have been able to automate with iMessage, different platforms out there, but iMessage is best. Imagine if someone is actually um opting in and they get an iMessage with a personalized video. I mean, you don't get too many leads from email marketing. So, the ones that you do get, get the most out of it and create this personalization follow-up, even though there's follow-up systems out there. Okay? Train your setters and closers to do this. Personalize follow-up based on their application data. um send relevant testimonials similar to their situation. So you can always send before the appointment other seller testimonials and case studies of people that gone through similar situations. If you already have that documented and essentially have all those videos in a folder, just you know, pick it, choose it. Maybe you have uploaded it to YouTube, send it directly from YouTube and that's going to increase again the credibility. uh it's going to indoctrinate them. It's going to pre-sell them and it's going to help you just um do the entire pre-selling process.

Speed to lead is everything. Call within five minutes. Most motivated sellers go with the first investor who contacts them. And this is very, very important. We talked about this already. Call scheduling optimization. Avoid traditional work hours only. So, for instance, there's different teams that they test early morning or late evening slots because more homeowners are available after work. So, for example, Monday to Friday, 5 to 9:00 p.m. are hot hours. Tuesday to Friday, 8 to 11:00 a.m. are hot hours. Saturday is contract Saturday, which means that more leads are less distracted. They pick up more, which there is a higher pickup rate and there is no distraction. So you can have a really good conversation with them. Work until 3, 4, 5:00 p.m. on Saturdays. Like make your closers close more by making them work during that time. And if not, then encourage them that they're going to lose money by not working on Saturdays. Okay? You'll do work on Saturdays. Send four reminders after booking, including homework, expectations, page, video, whatever. SMS, emails, one hour before. This is, you know, essentially scheduling uh and reminders. SMS 15 minutes before. Miss call voicemail follow-up if they don't answer. And if you can do this with within iMessage automation, either using LinkUp or you know, Sendinblue, it's much better. Okay, let me know in the comments and I'll send you a link towards that. And always rebook no-shows instantly. Okay. Another thing is you should be having a no-show follow-up automation as soon as they no-show, okay, with SMS and so on. Even do a meme war, like send them a lot of memes.

Now, sales process from lead to contract. This is what happens. You have to have a sales process. So, let's go about this. Okay. So, why having a sales process to make offers? Very important. You have to follow the sales process perfectly. If you don't have a sales process, well, we'll talk about it, but there's absolutely no way to scale otherwise. How will you hire someone without a repeatable process? Someone needs to follow something that is already proven, even if they come with experience. Okay? I mean, you have to make sure that your closers and your setters are set up for success from the very beginning, and that's by ultimately creating a sales process. The process is built to solve 70% of the process. The other 30% is where advanced training comes in from the manager. All right.

So let's go over for example here uh another thing that we do. Once you have a sales process, you also have to have scripting and frameworks. Okay? So, for example, our home selling game plan, which is actually um modeled by different methodologies out there like NPQ or and Sandler and other methodologies that we actually are that we follow and and also different skill sets like um for for example, Never Split the Difference. It follows a call sequence. So here's an example: Opening, connection, rapport, pre-framing, setting the agenda. Then you're going to finding the motivation, the motive, right? Problem, pain points, current state, and addressing any objection that could come out. Uh, qualifying the property. After you've done all of that, you find in their deep calls. You can also move this earlier on. And then you ultimately sell the gap so that you can book either a secondary call, right? So you essentially book a secondary call by transitioning to the game plan, or you can do a one-one call close, depending on whether this person is essentially hot and ready to be cold closed. But you can have a secondary call that there is that's two-call close process that a lot of people do. I prefer in this instance if I have them at this emotional state, you know, deeply, to try to close them, even if I have to like if I even if I have to make them wait on the phone as much as possible or do a one-hour one-hour and a half close. Okay. I'll try to get a contract. Okay.

So, I have an entire framework and scripting put together in here. I'm not going to go over this because we're not a sales training company, but you can definitely uh have your own. All right. uh we're going to go over different examples in other videos uh because we do have a sales process for our own company, but make sure that there is a framework and you work through, you know, you work with your own uh framework within your company. I'll tell you which ones are best to follow. You have to set up your CRM as an opportunity management pipeline. So, setting up all the warm follow-ups, call follow-ups, hot offer follow-ups, and appointments so that it's easier to actually manage the entire um sales conversion process. And here's a sample of how to actually do it, put it, you know, put it together in your CRM. If you need help on this, we also have a CRM that we built within GoHighLevel called REI Rocket Force. So, make sure that you have lists. So you uh you have views to essentially always call. So appointment sets, the pending appointments, call follow-up, warm follow-up, hot follow-up, and negotiations. And the list calling priority ultimately comes down to this: First is appointment set. Second is negotiations. Third is new inbound seller leads. Then is hot follow-ups. Then is pending appointments. Then it's for warm follow-ups. And then it's cold follow-ups. Make sure that you cover every single one of them. Okay? And try to set up a real deal pipeline. Um, I use GoHighLevel in order to put yourself in order.

Sales training. Sales training is one of the most leveraged things that you should be doing. Most of the time, a sales team is not performing when there is no sales training because there is no training. They don't sharpen their sword every day. And you know that even even the most skillful athlete needs to practice that penalty kick, that throw, that whatever free kick in order to get it right every single time. And if you if you if they practice it wrong, it's going to be a wrong throw. Okay? So you have to have the right training and do it every single day. So there is big three that you got to do. One, daily sales training with your team. Give them qualitative feedback and do call reviews every week and every day and have end-of-day reports with data tracking, which is measuring your KPIs, measuring your numbers, and keep those people that are in your team accountable. At the beginning, if you're an entrepreneur, you know, at level one or level two, you got to do it yourself and make sure that at least minimum minimum three times per week at the beginning, but I like to do it every day. There's role plays, focus on the process and focus on advanced scenarios. And there's live call reviews. So focus on advanced techniques that will help in live scenarios that didn't get the desired result. Okay.

So next, what KPIs to track for acquisitions? So live calls, so schedule essentially how many calls you actually have, like actual quality conversations, show rates of your appointments, number of offers that you send, number of contracts that you get. And these are the metrics that you got to aim for: One contract per day, three offers per day, and 25 album calls per offer. Okay? So, which means that if you do this, you're going to be able to actually build a seven-figure business. That's how you reverse engineer it. Once you have once you understand the numbers of what it takes to actually get to seven figures and you aim to attain those numbers and you set it up every week with your sales team and with yourself because you're tracking everything, right? That's when you start achieving things based on numbers.

There's a few providers for conversion programs. So, coaching and training. I highly recommend NPQ for real estate wholesaling. There's a school group that it's called Wholesaling Sales Academy. It's one of the best ones out there and I have a few clients in this academy. RJ Bates War Sales Training, which talks about a five-step sales process. All right. I believe sometimes he has some deals on this one is very comprehensive. Now, I don't recommend it for everyone because his methodology uh is is quite different to to get because it's it could be a little bit advanced for people that lack emotional intelligence. Uh, NAPQ uh, it's also a lot of emotional intelligence training and it's based on neuro-emotional persuasion and questioning and but it does have um it does have a a lot of uh association or actually it it has a methodology that goes back from different methods that Jeremy Miner actually put together. The uh the The owner and the creator of NPQ is called Jeremy Jeremy Miner. And the other one is Eric Klein Sales Training. Okay. His methods are different. Each one of these people's methods are different. Um, I try to learn as many methods and just put it together for myself. Create my own method based on the best lessons that I can get from them.

And the next part is disposition contracts to deals. So the importance of delegation. Dispo the dispo department and the TC department is that these are admin tasks that take away from you being in your zone of genius. If admin is your jo zone of genius, I mean, by all means. Typically, wholesalers take an easy the easy dispo route and leave a lot of money on the table because they're lazy and they either don't negotiate well or they do a lot of JVs rather than actually learning how to actually set it together themselves. Uh, and they got to stop wasting entire days on title issues because it's not productive at all. So, you have to learn to work through people in this stage. Okay, it's hard. So, you got to document your entire process like any sales pro, you know, like any sales call. And like I I took this from different sales programs. Um, because I'm a I'm a flow map person myself. Okay. So, every single time that there is a process, I put in a flow map. First put put it together into a Google Doc and then put it in flow map and make sure that your CRM is set up to work through the different dispo uh situations and different dispo stages and uh also transactional coordinator. Now I highly suggest the transactional coordination, you delegate it to a company that is specialized in that, and we're going to go over that.

There's three parts of this: managing future cash. So look at the numbers on the Monday on the last week of the current month. Look at these numbers on Monday of the second week. Basically, look at them every two weeks. So how many uh this month signed, this month's possible cash, next month's signed cash, and next month's possible cash. Planning for this month's low cash, if you do have that. And can we close sooner on properties? Can an acquisition team lock up more wholesale opportunities? Can or you should fire sale any properties and consult with the finance team to understand cash flow constraints. Planning for next month's low low cash. Can acquisition team look up more properties and so on. Do the same to create future revenue. Managing problem properties. So, helping work through title issues, seller issues, or anything that compromises deals. Moving the pipeline forward. If there's a deal hold-up, check it out. The next action to push deal forward, basically ideas for each property and moving resources to certain properties. Sell allocation to proper uh resource management and stop dealing with bad properties and cancel them to focus on good limiting downside and maximizing upside. So if you're buying pro properties, what do we look at? Seasonality, best, worst, and probable outcomes, need cash flow, so should you do it, tradeoffs, and added complexity, and then choose your exit strategy: wholesale, wholesale, flip, rental, carry, flip, noation, flip. How do you train someone when every situation is different? You have to teach them the process, which is the 70%, and train on the rest as it happens.

So how to work through uh the dispo and TC person. They bring you a problem. You ask them, hey, what do you think you should do? And then the the answer should be, I should do this. This is how I actually train every single one of my people when they bring me problems. If this answer is good, then they say, hey, okay, I like that solution. When are you going to have that done? You got to be able to do that. If the answer is okay, then ask, "Have you thought about XYZ problem?" This question should make them think and fill in the missing part to their solution. If not, then ultimately coach them up on what they're missing. And third, if the answer is bad, then ask how did they come up? How did you come up with that solution? They should give you a baseline for their current understanding. I like to ultimately do this to anyone that we're coaching to understand better what they understand and how their brain ultimately works because you have to coach these people up. Don't solve the problem for them.

Here's an example of what leadership is all about based on the extraordinary coach book that I actually recommend. The Extraordinary Coach, there's laser fair, collaborative, and autocratic. There's a line on the leadership continuum. All right. Um, on how to approach with people. So, laser fair is like, I'm too busy. I'm not going to do it. So you essentially kind of are abdicating responsibility and you let them figure it out. Autocratic on the other side is, I'll do it myself, which is controlling actions and results. And if you go all the way in the middle, you kind of tell them or show them. But collaboratively is you ask them, you spend time with them, and you invest in their growth. This is the best type of leadership. But some people thrive in here, and some people definitely thrive in here, or they get lucky. Okay.

So what KPIs to track to ultimately track for this positions? So percentage of target profit, actual profit divided by target profit. Key metric. This is a key metric because this is a profit maintenance center, not a profit center. And days from new signed property to sign with a buyer. Cancellation rate, not due to bad pricing by acquisition. So essentially, whatever happens after the contract has done has been uh locked up. And added revenue from price reductions, a profit center metric because this book can turn no deals into ultimately until ultimate really good deals. Buyers added if doing off-market and lines of credit available to have liquidity of lenders at all times. Ultimately, someone has to do this. You know, most likely will probably be you and al also that closings are going on time. I went and did an um I did a video about talking about how com howles companies actually go broke. It covers a little bit more on a few of these numbers so that you actually are aware.

Now, some of the providers for conversion already went through it for this position that you should be doing. Either you can JV with a lot of companies that already do it, or you can do this position yourself and find a buyer in different tools like InvestorLift. There's a link in the description, or InvestorLift. There is a free trial for both. In services for um J, you know, JV for example, novations. There is one service which is the Novation King JV uh JV system. Okay. Uh, I also want to tell you that if you are looking for TC, one of few things that you want to do is that for TC, you should be using Easy REI by David Olds and tell them that I sent them. Okay.

Now, pillar number five, scaling the ad spend. This is turning proven ads into predictable revenue engines. So before you scale, you got to nail the foundation. Okay? Scaling doesn't fix broken systems. It just exposes exposes them. Before you increase Aspen, you make sure that you have validated the lead quality and conversion through your funnel. Your appointment setters and closers are hitting KPIs. You have tracking in place. Your CRM and lead management automations are airtight. And you have follow-up and reactivation systems to monetize every lead. There's a few metrics to ultimately watch: Cost per lead, cost per appointment, cost per contract, ROS, LTV, and speed to lead. Okay? Try to keep cost per lead, for example, on depending on your market, under certain amount, cost per appointment on certain amount, cost per contract in a certain amount, and your row is 3x or more or more. Okay. LTV, try to keep the deals all the way to 20K. I had clients that are at 28, 29K, which is highly profitable. And your speed to lead to 2 minutes.

Here's the scaling framework. The 3X method. Phase one proof of concept. Started with one and 3K a month of ad spend. Okay? It depends whether you're doing it yourself or you're doing it with an agency. And the goal is to validate the funnel and sales conversion. You can also start with pay-per-lead. So essentially, you buy this amount of leads on a pay-per-lead company or pay-per-appointment company, for example, gets sellers. And this is to validate the funnel. Validate that you got things going on. Okay. You make sure that you set a weekly KPI review so that you're hitting contracts and so on. Phase two would be controlled growth. This you can start with an agency, okay? And you can let the agency do this for you. Now, you're spending more than $3,000 a month. This would in this would mean that we have to increase the ad spend by 20 to 30% every two weeks after the first 90 days of getting to KPIs. Then we test additional campaigns, begin optimizing for cost per acquisition, and get to our target numbers. And then phase three, scale engine. We got to start scaling. Reinvest profits into top performing campaigns. Layer in new traffic channels. Okay, you add another marketing channel, and you add a dedicated lead manager and inside sales agent support. And you can start by do you can start doing this earlier than 10K. You can start doing it in this in this in this area because you're going to get busy and you start building creative assets at scale. Okay, depending on whether you do with an agency, you should be alternating that in here.

There's a few pitfalls that you got to avoid when scaling. Scaling before a closer is in place. Over-optimizing for cost per lead and ignoring downstream conversion, which is cost per appointments, cost per contracts, cost per deals, cash conversion cycle, and skipping daily lead reviews and pipeline accountability daily. No retargeting or nurturing in place or no reactivations and growing too fast without cash flow strategy. Because you can actually go broke fast. Pro tip: Don't scale ads until you have scale capacity to handle the volume. Leads without proper follow-up is burn cash. And if you don't have scale capacity, whether it's hiring or creating systems and automations, you're just going to be burning money on the hall. Trust me. All right.

At last, I'm going to teach you a few things that I actually learned from the book Traction, which you should be reading and using the EOS methodology in order to scale a business. Now, we can go very long on this, but I just want to teach you a few skills and a few methods that you should be doing in order to start scaling. The first one is actually start doing a quarterly planning and even a yearly planning. So, but let's dive into the quarterly planning. So, the quarterly planning business strategy has to do with one, first, you got to make sure they professionalize your business. You know, set up core values, mission statements, um, differentiating factors, uh, creating a unique mechanism, and so on. And choose the proven marketing channel, have KPIs and specific things that are measurable that you want to achieve. Okay? And then ultimately, you got to be able to do a business review every single quarter and know about what's working, what's not working right now, what you should continue doing, and what you should start doing. And every single quarter, you should be reviewing the following: Did we hit our goal? If not, why? What did we learn? And what will we will do differently? And plan in a three-year, 12 to three-year vision where you set a future date, target revenue, profit goal, and have measurables. Okay, number of team members, markets, monthly deal revenue, percentage of deals from inbound of inbound versus outbound, and setting up a predictable team that you should be putting from the very beginning. This is foundational, and it's going to really help you scale. So, for example, in day one year, you know, set profit targets, annual goals, and so on. Shoots about three to seven annual goals that you are going to actually achieve 100%. Well, maximum eight goals, right? And every single quarter, you're going to go about these goals, call them rocks. Okay? So, quarterly plan, make sure that there is a theme for each quarter. A target revenue, a target profit, and the measurables that you should get. So, for example, you start developing rocks. So, it's organized by department. Let's say in the marketing rock is led by someone. The beginning, you're starting out, you're going to do everything yourself. But when you start hiring people and you hire leaders and develop leaders, let's say the marketing leader should ex, for example, have one rock: launch meta marketing campaign or launch PPC campaign with new creatives and having a SMART-based type of um goal and rock put together. SMART, so specific, measurable, attainable, time-based. And I forgot R, what it was. Results-driven, I think. Anyways, R. And let's say, for example, lead management: improve follow-up, improve the follow-up system. Acquisitions: update sales scripts, you know, having a framework, you know, do daily role play and then achieve it and have every single day role play. Dispositions should you have one? Finance, and so on. And make sure that you put together this quarterly rocks within there. There's two types of rocks: there is a company rock, right? So, let's say the company needs to achieve certain thing. You choose minimum three of those, depending on how big your team is, and maximum about seven. And then there's also leader rocks or individual rocks that these your leaders are going to have and identify the owners for every single one of them. Write them down. This is an EOS methodology. Okay. Make sure to write down your is list, your to-do list, and have monthly KPIs, weekly, quarterly KPIs that you actually measure and track down. Okay. Um, make sure that there's a system for how the team is going to be communicating, and this goes through uh level 10 meetings, and we're going to go over that. Okay.

Now, the quarterly planning, make sure that you do it right, and you can track everything in a Google Doc or in a spreadsheet. We actually do that. Um, I actually uh took this gift from levelup.net, which is Channeler Sane, one of my most favorite programs that I've seen out there. And you know, he has a great YouTube channel that that actually teaches a lot of these things very deeply. So, the weekly level 10 meeting structure to go over this every single week, you go over the quarter, you go over the rocks, and all the leaders. Okay. So, essentially, this is a leadership team meeting, and you have a weekly business review. The purpose is to review the business weekly, to track performance and numbers, surface issues early, surface issues early, and align the team on key APIs and priorities. Use this time to fix what's not working and scale what it is. And meeting structure is 90 minutes total. Start with good news. KPI reviews, then 10 minutes. Quarterly rocks, about 5 minutes. Scorecard review. Then to-do lists. And then you go over main issues list. Okay. This is EOS. I'm not certified. So, you should go on read Traction. Okay. All right. That's something you should do, or you know, we can go over this and I'll send you the the entire uh document that I put together on this. Build daily huddle meetings, especially for sales, dispo, and so on. Okay.

So here's an example of our, you know, morning sales huddle breakdown. So we start with uh either reviewing what happened the next day and so on, and there's a preparation for it. The first five minutes to 10 minutes is when spotlights good news. Then either announcements or bulletin board communicating what critical updates, projections, checkpoint, which essentially we put down projections for that week and daily projection updates. All right. And what's, you know, what's in their projection, where they're at, what's their plan to hit their projections, what do they need to hit their projections, and so on. You do this daily uh monthly projection breakdowns, and then we go over training and skill enhancement. So focus on training from real experiences, call reviews, role plays, strategy discussions based on recent challenges before become a uh treasure 12 for skills enhancement, and then any Q&A. Again, could be a call review, role play, or a strategy discussion and so on. Okay, then you go and get them to kick off a day. Okay. Every day you can prepare different things depending on what the theme is for the week. And make sure that you help your closers get better at one to two things every week, especially if they need a lot of help, or your setters.

And then building the team means that you gotta automate the marketing. Hire when whenever you're doing $50,000, $15,000 a month. Okay, when you're wasting more than two hours per day on admin stuff. Uh, typically an admin type person who can help you with any other part of the business as well. You can hire with hire remote latinos.com, Upwork, Fiverr, onlinejob.ph. Um, automate appointments. So, unless you're doing inbound marketing only, 15 to 30K a month, or when you're falling behind on your follow-ups or new leads, and you're at 70% capacity to a lead manager to call follow-ups and new outbound leads, or you know, even inbound that is highly trained virtual again, remotinos.com, either statewide or you know, within America, you can go and post jobs on LinkedIn or why it's hire, and the job title will be inside sales representative for real estate. Automate dispo TC. One, when you get to 30 to 50K a month or four more deals in escrow at all times. Okay. And who well, this positions and DC person. Uh, there is different um there are different recruiting companies out there to find disposition managers and automating contracts. All right. This is acquisition manager. You're already doing $50,000 a month, or when you're chair-picking appointments, and when or when you're not able to give your best efforts on all appointments. Again, a recruiting company, Indeed, LinkedIn, and you just hiring ads. Okay.

So, if you really like this, go ahead and check out in the description all the different things. Let me know what you need from this. I'll probably be putting this comment the word marketing road map, and I'll send it to you. This entire paid ad scaling road map will be super happy to send it to you. If you like this, subscribe to this channel. I know it was a long video, but I love doing this type of thing. There's also a lucid chart that I actually put together that goes over all of this. I go over this in different videos and so on. um that explains all the different mechanisms that I have and the different assets that we put together. So, I hope you loved it. Again, subscribe to my YouTube channel.